Shantanu David STORY
YouTube Shorts: A trillion views, billions in ad revenue
Industry watchers share that the interactive nature of Shorts helps brands build a sense of community; its optimized algorithm for....
Is India’s emergence as a creative force drawing advertising global...
Ad land experts observe that India’s talent pool, lower operational costs, and expertise in emerging tech make it an ideal....
Google & ad biz too entangled for a break-up?
In light of the anti-trust lawsuit against Alphabet, industry insiders say that the extensive integration of Google's tools in the....
AI in festive mode as brands celebrate efficiencies in spends
Marketers are embracing the potential of AI to optimise media buying, create personalized ad experiences, and measure campaign performance
'XP&D reflects our dual focus: XP for experiential and D...
Chanda Singh, CEO of XP&D, shares with e4m how the agency seeks to enhance the experience in events and activation,....
Post cookie chaos, will Google users now try the SearchGPT...
While some industry watchers say Google has potential threats in the Search domain, others opine that the tech major still....
Time for India to snap out of cookie complacency?
A cookieless future is inevitable, say experts as they recommend alternative technologies like FLoC and privacy-preserving mechanisms instead
Does size matter? How screens impact programmatic media buying
Large screen ads lead to better experience and recall, but smaller smartphone screens often result in higher conversion rates since....
'Deadpool & Wolverine' brings out the claws in $100 million...
While Deadpool & Wolverine’s marketing budget came in at a cool $100 million, the film’s box office rakings have already....
After Summer Olympics, can gaming hold a torch to audiences...
The inclusion of gaming tournaments on major platforms such as Star Sports and Jio Cinema demonstrates the mainstream appeal and....
AiSensy generated over Rs 1000 crore for brands: Gautam Rajesh...
Gautam Rajesh Shelley, CEO of AiSensy, says that the company has onboarded over 20,000 businesses as he delves into the....
Google retains cookies on menu; AdTech biz to go on...
Google’s move could make the AdTech industry more fragmented, noted experts, adding that it was time to address the challenge....
Google Maps slashes API fees as Ola enters GPS app...
Google has announced that it will be slashing its API fees for Indian clients by up to 70% starting from....
Why’s India the cradle for tech majors
Industry watchers say the hyper-segmented market, supportive government initiatives, and a competitive startup ecosystem make the country a hotbed for....
Into the metrics of Home Screen Advertising
Industry watchers say that for brands leveraging home screen advertising on CTV, performance measurement is critical and tailored to their....
Home screen advertising: CTV gets a landing page for premium...
Industry watchers share that the CTV home screen has found takers from across categories – retail, automotive, luxury & CPG....
Nodwin brands want a timeshare in consumers’ mindshare: Akshat Rathee
Akshat Rathee, Co-Founder and Managing Director of Nodwin Gaming, spoke to e4m on relevance of the Global South, the focus....
You can’t only rely on performance marketing: Amit Verma, DigitUp
DigitUp founder Amit Verma shares his journey of growth, the way ahead for the company, & more
Ola Maps: A new destination for GPS advertising?
Ola moving away from Google Maps could save the company Rs 100 crore annually and also chart a new course....
Google to end continuous scroll. Let the search begin, say...
Industry heads say that with users upset about the diminishing relevance of Google search results and AI working on every....
Contextual advertising: What’s the secret behind the resurgence?
Contextual advertising continues to attract marketers due to its ability to reach the target without using personal data; innovations in....
Glad about ads? Why viewers are favouring AVOD plans lately
Ads are now being accepted as a fair exchange for quality content sans the exorbitant prices, say industry watchers about....
What’s in a face? Brands ask
Faceless marketing democratises brand building and creates a more even playing field, share industry watchers
Are AI investments slowing or sustaining digital ad spends?
AI is revolutionizing the way businesses spend advertising dollars; it may not necessarily be a reduction in total spending but....
Are brand websites dying?
In this edition of TechTalk, we ask experts whether websites are losing their allure for brands even as online traffic....
LinkedIn Top Voices: Who’s listening to whom?
With badges and blue ticks available for purchase, the LinkedIn Top Voice invite may be just another hollow token of....
Connected TV is now the champion product for everyone: Russhabh...
Founder and CEO of Frodoh World, Russhabh R Thakkar tells e4m about the agency's offbeat journey, focusing on the three....
Data Dilemma: Why are brands looking to PAIR up with...
Industry watchers share how advertisers can use PAIR and target customers with relevant ads without sharing sensitive identifiers
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Is streaming now cable TV without the cord?
With OTTs expanding offerings, viewers now switch between OTT, gaming and FAST channels, much like how they surfed between channels....
Virtualness wants to be the Canva of blockchain: Kirthiga Reddy
The founder of Virtualness, Kirthiga Reddy, spoke to e4m on how Virtualness as a platform provides engagement and monetization for....
Why AI is the problem & solution to ad fraud...
Industry observers caution that advertisers need to be worried about click flooding from ads in gaming apps as it can....
AVOD is the bedrock of our service: Ishan John Chatterjee,...
Ishan John Chatterjee, Director, YouTube discussed the significance of India as a market for the streaming giant and the prospects....
Google I/O: AI the centrepiece of Sundar Pichai-led conference
The Google head announced new AI-powered models and capabilities embedded across Google products like Search, Photos and YouTube
Cookie phase-out delay: Much-needed breather for publishers to get their...
The delay, say experts, will allow publishers to firm up on the technologies they are going to be using as....
‘Digital Competition Bill will curb anti-competitive practices and ensure fair...
Bill prohibits large platforms from engaging in self-preferencing, restricting third-party apps, imposing anti-steering policies, misusing data of business users, and....
Can CTV tech crack full funnel performance marketing for brands?
As CTV continues to grow, experts say they hope to see more technological advancements that can integrate multiple screens, channels,....
Newsrooms need to be the gatekeepers against bad AI-generated content:...
Dhaval Gupta, MD, CyberMedia, will talk to Manavdeep Singh, Founder PubLive, about how AI-powered tech is enabling publishers, at IMC....
Digital’s dirty little secret: How to clean up the privacy...
Addressing concerns related to privacy washing requires a multi-faceted approach involving collaboration among regulators, industry stakeholders, consumers & technology experts,....
The touch and feel of a magazine is a huge...
Riyad Mathew, Chief Associate Editor and Director, The Week and Malayala Manorama, will be moderating a session at the Indian....
Is device interoperability the key to unlocking true omnichannel marketing?
Industry players are unanimous that device interoperability empowers marketers to create unified brand experience, drive engagement, conversion, and ultimately, brand....
Most reputed magazines are omni-channel content powerhouses: Manoj Sharma
Manoj Sharma, Chief Executive Officer, India Today, talks about magazines as the most conducive and credible platform for brand content....
‘Publishers have to discover new revenue streams beyond traditional print...
Anant Nath, President of AIM and Executive Publisher of Delhi Press, spoke to e4m on the upcoming edition of the....
Cookie still here: Where are marketers headed?
Delay of cookie phase-out isn't just a postponement, but a wake-up call. It underscores need for an ecosystem that prioritises....
Virtual Influencers: Advertisers’ dream or creators’ nightmare?
Experts say there’s plenty of space to grow and they see VIs and real influencers coexisting and complementing each other....
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Google WPP tie-up: A sign of things to come?
This collaborative tool has the potential to free up millions of dollars for Indian brands to re-invest in only the....
As Lok Sabha elections begin today, marketers vote for vernacular...
Regional language usage becomes essential to show grassroots connection, understanding of local and regional issues, and creating a personal bond....
Meta AI enters the chat: Are WhatsApp advertisers responding?
Experts decode what Meta AI chatbot means for the digital advertising ecosystem in India
The devil's in the digital: Can consumers & advertisers find...
Experts say it's all about finding a middle path where both sides feel valued - platforms get to keep the....
Big tech tie-ups: A new digital ad landscape in the...
Experts say these partnerships could create a few ad giants controlling everything, or it could lead to a more open....
This IPL, advertisers bat for gamification to chase attention and...
The only caveat for brands is to strike a balance so that gamification enhances, not detracts from, the app's core....
The CTV Code: Breaking down measurement metrics
A peek into what constitutes the measurement system in the world of Connected TV; experts share how CTV measures and....
AI-powered Search Generative Experience won’t hit publisher rev or traffic:...
While some digital marketing experts shared Google's SGE could lead to a drop in traffic & publisher ad revenue, others....
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IPL’s Superbowl Moment: What the two sporting events can teach...
Super Bowl campaigns are famous for their storytelling and emotional appeal. IPL advertisers could take inspiration from this approach to....
Brandformance: D2C brands fuse brand building & performance for the...
Experts say while many D2C brands and startups prioritize performance marketing, there is now a growing recognition among advertisers of....
The curious case of digital ad growth slowdown
Some blame consumer influx that's leading to lower ad costs. Others say that 'slowdown' is a misnomer for market correction.....
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Why is Big Tech turning to small advertisers?
The transformation is marked by introduction of novel tools, enticing pricing models, and exclusive deals aimed at democratizing digital ad....
D2C performance marketing spends to up digital advertising scores?
The inclination towards performance marketing is because it offers a data-driven, ROI-focused approach, allowing D2Cs to pay only for tangible....
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Job cuts & more: How big a threat is AI...
Industry heads shared that while the concern over job displacement due to AI is significant, generative AI is more likely....
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Our aim is to build & engage with fan communities...
Murtuza Madraswala, Head of Marketing, NBA India, talks about their ‘Nets for Change’ campaign, the sports league’s strategy for India,....
Is retail media gaining pace in the digital advertising race?
As per industry reports & observers, retail media is the third-fastest-growing advertising channel; brands keen on this medium since ‘focused....
Editors Guild of India says Data Protection Act hurts freedom...
In a letter to the Centre, the Editors Guild has said several provisions of the Data Protection Act could pose....
Programmatic Advertising: Where the future of digital marketing is headed
As per dentsu e4m Digital Advertising Report 2024, programmatic buying of digital media contributed 42% (Rs 17,088 crore) to digital....
YouTube’s big bet on creators and Shorts: How can marketers...
Experts say by fostering this ecosystem, YouTube draws interesting and varied content, offering advertisers a dynamic platform to reach target....
WhatsApp Ads: A good call for B2B, B2C businesses
The convenience offered by Whatsapp Ads has made it a popular platform for businesses to establish cost-effective connection with its....
Neal Mohan’s YouTube 2024 pitch: Are marketers taking note?
Industry experts are unanimous that YouTube is well-placed to grow at a rapid pace, revolutionise advertiser relationships and user experience,....
AI will be the big thing that will change the...
Harsha Razdan, CEO, South Asia, dentsu, and Abheek Biswas, AVP, Consumer Insights, dentsu, launched and introduced the much-awaited dentsu-e4m Digital....
Small enterprises become big drivers of digital ad spends in...
Experts say startups/SMBs are set to revolutionize the advertising landscape, injecting innovation and agility into the ecosystem
Can Doughnut find its sweet spot in a cookieless world?
Doughnut can be a game-changer in the data privacy space, but its implementation needs thoughtful consideration and user education, say....
'GZPure is a first-of-its-kind landmark collaboration among independent agencies'
Gozoop Chairman and Co-founder Rohan Bhansali and CEO Prashant Deorah discuss how GZPure brings together capabilities in a digital world....
What’s new on advertisers’ menu: Zomato, Swiggy, other quick commerce...
Given the substantial number of users actively engaging with these platforms, they have become a significant and intriguing space for....
What’s driving the Brand Bharat narrative?
A rise in number of regional creators, increasing focus on languages and cultures, and initiatives like ONDC and Make in....
A brand’s success depends on your passion: Anupam Katheriya, Cholayil
Anupam Katheriya, CEO, Cholayil, spoke at the e4m Pride of India (South) Brands Summit on scaling a local brand to....
What counts as a view anyway?
Industry experts discuss the nebulous concept of 'views' in the world of digital advertising where attribution has been plagued by....
Attribution in digital advertising: A problem of plenty
An all-encompassing strategy, intertwining technology, communication, and oversight, is imperative for advertisers to safeguard their digital investments, say industry experts
Gaming levels up in 2024 as brands line up at...
This year, gaming will zoom faster across the trajectory set by 2023, propelled by an influx of gamers, integration of....
Retail Media Marketplace: Are made-in-India platforms fast snapping the deal?
Apart from Flipkart, local-origin platforms like Myntra, Nykaa, Snapdeal have become a positive mine of rich consumer data and are....
Retail Media Marketplace: Are made-in-India platforms fast snapping the deal?
Apart from Flipkart, local-origin platforms like Myntra, Nykaa, Snapdeal have become a positive mine of rich consumer data and are....
What's on brands' plates after the cookie crumble of 2024?
With Google testing Tracking Protection that curbs cross-site tracking, brands will adopt a multi-faceted approach to measure their digital ads....
Fixderma was already an omnichannel brand before it went D2C:...
Shaily Mehrotra, CEO and Founder of Fixderma, tells e4m about the brand's long journey going global and cracking tough markets....
2024 Lookahead: Will it be a banner year for independent...
In 2024, one can expect independent agencies to sharpen their edges with smoother efficiency, bolder innovations and engaging brand messaging
Gen AI in 2024: Digital offerings to revolutionise media planning?
Programmatic advertising has made media buying automated, real-time and more measurable with AI offering real-time campaign insights for marketers, share....
2023: Gaming and eSports level up with brands in tow
This year saw the gaming industry expanding its horizons with amendments to the IT Act, growth in collaborations and entrepreneurship,....
ONDC’s 2023: Good start but a long way to go
ONDC’s focus on Bharat, and small sellers and buyers has led to a surge in e-commerce spending but brand safety....
We believe we have democratized sports viewership in India: Anup...
Anup Govindan, Head of Revenue, Viacom18 Sports, talks about IPL 2024 plans
Epic win against Google: An inflection point in the gaming...
The move changes the in-app purchase ecosystem largely, and is a big win for consumers as well as publishers, say....
We’re entering consumer engagement with chat experiences: Arun Srinivas, Meta...
The Head of Meta Ads India spoke about AI being central to the company, the consumer engagement space and why....
2023: When CTV made big inroads into India
Advertisers too are taking note of CTV’s ability to drive a high level of engagement and ad recall among viewers
Google, Meta under fire: Brands looking at the open internet?
Marketing leaders say they are advocating for a change in digital ad spending patterns while considering breaking the walled gardens
2023: How social commerce bridged the gap between brands and...
Social commerce has become popular because of its nature, where the existing consumer behaviour of spending time on social media....
Google search ad controversy: Nothing too serious?
Responding to the allegations, Google told e4m that advertisers can exclude their ads from showing on specific SPN sites by....
Prompts: AdTech’s keyword of the year 2023
Prompts are the lifeblood of AI. With the right one on your side, you can make AI dance to your....
Festive campaigns come alive with Gen AI sparkle
Gen AI is enabling advertisers to craft more targeted and engaging campaigns, maximizing the impact of media investments, says industry
Each of our campaigns addresses a unique facet of digital...
C Sukumaran, Senior Director, Product & Communication, Canon India, on tells us how the nearly 100-year-old-camera brand stays relevant and....
Why marketers will dig deeper into retail data in 2024
Retail data helps improve the efficiency of every marketing rupee spent and lets marketers deliver relevant and timely messages, increasing....
#Firstone4m: YouTube to introduce new Watch Page for News
The feature will be launched in the coming months in 11 Indian languages, Google said on Thursday
Festive Force: D2C players leverage ONDC to prop up Brand...
Industry observers shared that indigenous brands are utilising ONDC's effectiveness to expand reach; ROI high too due to increased adoption....
Advertisers tap into new tech for World Cup & festive...
Industry watchers share that in this busy market, the increasing penetration of AI is helping brands stand out in the....
Video personalisation with AI: On every marketer’s festive checklist this...
Brands are capitalizing on Generative AI to realize a host of benefits, from scaling up personalization efforts to tailoring content....
Ad Nauseum: Are AI algorithms hurting ad performance?
Increasing use of AI-generated content & data can decrease production of original content, while simultaneously increasing the volume of deductive....
